Nike "will try to ignite holiday buying with its most
expensive campaign to date behind an expanded brand Jordan
line, slated to run between Thanksgiving and Christmas,"
according to Terry Lefton of BRANDWEEK. Lefton: "Media
weight on the campaign will be dependent on how much Nike
marketers deign to mix it in with brand Nike creative, but
given the ongoing NBA lockout and Jordan's transcendent star
appeal, he might be a good hedge against an iffy hoop
season." Jordan Brand President Larry Miller: "We're
developing ads more based on MJ the person and his values
and characteristics, rather than MJ the basketball player."
Signature shoes for Lakers G Eddie Jones (the Star Six) and
Sonics F Vin Baker, as well as the $85 Air Jordan women's
shoe are "due shortly." The "top-of-line" $150 Air Jordan
XIII is due in November. The brand will feature "non-hoop-
specific products" this year, including velour and satin
warmups and some outerwear, and will "delve into" training
shoes and apparel, but not cleats (BRANDWEEK, 10/19 issue).
